The Role of Lead-Generation Programs

To build a bridge between the mind of prospects and the selling system
The primary purpose is not to sell a product, but to generate a qualified lead
The goal of each step in the selling system is to take the prospect to the next step — not to cut out steps
The offers you make give the prospect an opportunity to say “Yes”; their affirmations give you permission to communicate with them again
Properly created and staged offers help you know exactly where the prospect is in the selling system.

Earl Hogan Direct Marketing